Up, Up and Away – Volaris Soars to the Top of the Social Media Ranking for Mexican Airlines
Engagement Labs Announces rankings of the top Mexican airlines on Facebook and Twitter
TORONTO, ON - November 19 2015 - Technology and data company Engagement Labs (TSXV:EL), creator of eValue Analytics™, today released social media rankings for the top airlines in Mexico on Facebook and Twitter.
According to eValue data, the top Mexican airlines on Facebook and Twitter are:
Source: Engagement Labs eValueTM 2015 rankings of the top Mexican airlines
In 2015, the Mexican domestic market appeared to be on an upward swing. The airline industry benefitted from this economic upturn, as in the first half of 2015 both Volaris and Interjet reported an increase in its domestic market share from the first half of 2014 - the biggest increase compared to any of its competitors. eValue rankings coincided with this increase, with both Volaris and Interjet ranked first and second in Engagement Labs’ eValue rankings on Facebook.
“Social media is an avenue for brands to interact with their consumers on a deeper level. Airlines have a huge opportunity to leverage its social channels to engage with its consumers, whether for travel updates, customer service or brand development. Creating an engaged social strategy can further propel brand affinity among consumers and drive market share,” said Bryan Segal, CEO at Engagement Labs. “When we looked at the data for both Volaris and Interjet, we see both companies have a great Engagement and Responsiveness strategy with consumers. As social media has become the ‘go-to’ place for consumers to ask questions and interact with brands, these airlines are great examples of brands leveraging its Facebook channels to connect with their consumers, respond to inquiries and build brand affinity.”
On Twitter, Volaris again took the top spot with an eValue score of 73.21 and along with the highest Engagement score. VivaAerobus, despite having the highest Impact subscore, came in at fourth place. The airline had significantly more admin tweets than its competitors but its low Engagement score showed that the content the brand posted was not resonating with its followers.
Mexico’s largest airline Aeromexico ranked third on Facebook and second on Twitter. The brand had strong Impact on both channels however its Engagement score on Twitter was below the group average. The brand had the highest number of retweets on Twitter during the time period measured, however posted significantly less content than Volaris and Interjet, which provided less opportunities for followers to engage with its content.
Social media allows airlines to build relationships with, listen to and respond to consumers. As the industry remains competitive due to more low-cost options becoming available, a strong focus on real-time customer service through social media channels can be the difference of one brand succeeding over another.
About Engagement Labs:
Engagement Labs (TSXV:EL) offers intelligent ‘Total Social’ data, analytics and insights for marketers and organizations enabling them to track, measure and benchmark the conversations happening around their brand or industry both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide data and actionable insight to help guide business decisions and power marketing effectiveness.
Engagement Labs’ eValue™ Analytics tool is the global benchmark for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media and digital marketing efforts, distilling it down to a single meaningful number between 0 and 100 - an eValue score. Composed of a series of metrics and Key Performance Indicators (KPIs), an eValue score measures social media Engagement, Impact and Responsiveness which is benchmarked against 100,000+ handpicked and verified brands. The Keller Fay Group, an Engagement Labs company, is the only firm to regularly measure offline conversation, which independent research finds is a significant driver of sales with twice the impact of online conversation.
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